We created Firefox’s Think Defiant platform, a global positioning built on the belief that the internet should be shaped by people, not billionaires. It reframed Firefox as the browser for those who want more control, privacy, and individuality online, brought to life through an always-on creator approach rooted in Think Defiant.

We rolled out creator-led social content that invited fans to practice small, everyday acts of defiance online. IRL, the idea showed up through Billionaire Blast Off at TwitchCon, where creators generated and launched their own fictional billionaires, and a series of global Coffee Raves in Los Angeles, Munich, and Chicago that brought communities together in unexpected, high-energy ways.

Together, the work turned a brand stance into a participatory moment that felt human, a bit chaotic, and owned by the people… not tech bro billionaires.

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Role: Senior Director of Creative and Strategy
Client: Mozilla Firefox